What Happened: Stella McCartney released a new genderless line on Tuesday. The sustainable capsule collection, named Stella McCartney Shared, includes coats, jackets, T-shirts, a tote bag, and footwear.“It is a bold, relevant edit of luxurious streetwear curated for Stella’s tribe of global change agents unafraid to stand up for what they care about — represented by next-gen Chinese creators,” the brand said in an Instagram post reaching its 6.3 million followers.
Despite using Western models for its e-commerce images, the brand created a social campaign for a global audience that features the 20-year-old Chinese actor Leo Wu and five other Chinese creators, including designer/stylist/model Sen Wung and model Su Hang. The collection, with prices ranging from $325 to $1,695, is available online and in-store.
Jing Take: Stella McCartney’s new unisex collection is relevant, both socially and business-wise. Its related concepts — gender neutrality, sustainability, streetwear, and emerging talent — each has a proven ability to win likes on social media and sales in stores. With global pop culture idols like Billie Eilish and G-Dragon embracing unisex looks along with the continued empowerment of the LGBTQIA community in China, Chinese Gen-Zers are buying into unisex wear as much as their peers in the West.
The unisex wear market in China is growing fast. China’s first unisex apparel brand, Bosie, which was founded just two years ago, reportedly made around $21.9 million (150 million yuan) in sales over 2019. While it is rare to see Western brands only feature Chinese celebrities or KOLs for their global campaigns, Stella McCartney’s global campaign for the new line is a testament to the growing importance of Chinese consumers, and more importantly, the young consumers around the world who are leading social change.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.